Heineken Jammin

Background

The Heineken Jammin promotion was the first Heineken web and mobile sales promotion carried out in New Zealand, and one of the first uses of mobile marketing for Heineken around the world.

Heineken wished to increase its involvement with music while DB Breweries aimed to increase its 2001/02 sales of Heineken in NZ. The launch of a Heineken 15-bottle music pack offered drinkers the opportunity to win a trip to the internationally renowned Heineken Jammin music festival in Italy and encouraged drinkers to trade up from their normal dozen purchase.

Objectives

• Increase incremental sales through consumer purchase of a 15-pack rather than a 12-pack


• Get incremental point of sale space – especially at aisle end or dumpstack


• Associate Heineken with contemporary music and add more energy to the brand

Target Audience

Aspirational and party hard Heineken drinkers.

Channels

Touchpoint managed/implemented the following components of the campaign:

• Email


• Text Message

Other components:

• On-pack


• Point of sale

Approach

• Launch a 15-bottle Heineken Jammin pack


• Feature special pack graphics that highlight the opportunity to win a trip to the Heineken Jammin festival in Italy, including all accommodation, business class flights, a rental car and $5,000 spending money


• Enable customers to enter by texting an in-pack code or going online


• With each entry, consumers were sent a reply email or text message that included a count of how many chances they had to win the grand prize


• To encourage repeat purchases, subsequent entries earned twice as many chances to win


• Towards the end of the campaign, consumers were reminded that the promotion was closing and that they should stock up on Heineken


• After the end of the campaign the winner was announced by email and text message

How Touchpoint Technology Helped

• Web and mobile provided for easy entry/response by consumers
• Web and mobile entries were managed from the same database preventing double redemption of unique codes across different channels
• Tracking of entries, codes, communications and allocated points was automated within the programme
• Fraud was prevented through unique codes with built-in fraud prevention and detection
• Real time tracking allowed sales and entries to be tracked via the web management console
• Pre-close reminders and close of promotion winner notification was cost-effectively delivered through email and mobile

Results

• There was strong uptake from supermarkets and stores
• Incremental shelf space was allocated on aisle end and dumpstack
• Each entrant purchased an average of 1.8 Heineken packs
• There was a 50/50 split between web and mobile entries
• 80% of entries/purchases came in last 2 weeks (of 5)
• About 20% of people tried to send altered codes in an attempt to beat the system